Motorola has developed technology to scan voice calls and text messages for targeted information about where customers are and what they are doing. Prompting major concerns from privacy groups.

Under Motorola’s announced plans, software would be installed on mobile phones to search for related words in text messages. If the words “eat” and “food” were picked up, for example, an advertisement for a restaurant could be sent to that user.

The technology is still under development and is currently focused on searching text messages, but could also be applied to voice calls. TimesOnline writer Elizabeth Judge explains why this is attractive to mobile providers:

Advertising via mobile phones has long been regarded as potentially profitable by phone and advertising companies. The appeal lies not only in the huge number of people who use mobile phones but also in the fact that advertisers could reach younger people who may be harder to reach via traditional media. Mobile phones also allow for better targeting of advertisements than traditional media.

Motorola claims that the service would be used only with customers’ consent and be based on an “opt-in” model in which a consumer could sign up in return for cheaper calls. But privacy groups have valid concerns about the technology and the potential for abuse. Simon Davies, the director of Privacy International, said: “We have deep concerns about this kind of technology. The phone companies may be talking about opting in to schemes but down the line it is more likely you will be penalized if you don’t sign up.”

Just what we need, targeted SPAM on our mobile phones too.

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Entry was posted on Monday, October 29th, 2007 at 3:01 pm under Advertising, Cell phones, Spam.

Read more entries by Ema Kwiatkowski.
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